Legal document
Content and artificial intelligence policy
This page explains the role of artificial intelligence tools in creating BrandForge social media content and websites, what human control exists and which responsibilities remain with the client.
This English version is a translation provided for convenience. The Romanian version is the legally binding text and prevails in case of any difference between the two.
Contents
How we use AI tools
Social media content (reels, images, campaigns) is, as a rule, created with generative artificial intelligence tools, starting from the product and information provided by the client. The service does not involve filming or video recorded by the client. When developing a website, certain stages may use automated or artificial intelligence tools for: generating concepts, generating images or text, processing, visual adaptation and technical checks. These tools are used as an aid in the creative process, not as a replacement for BrandForge’s responsibility towards the client.
Human control and review
BrandForge seeks, to a reasonable extent, to ensure that results generated with the help of AI follow the brief provided by the client. The use of AI tools does not remove BrandForge’s obligations regarding the conformity of the delivered result, described in the Terms and conditions.
The limits of generation
Results generated with the help of AI may vary from expectations, contain visual approximations or, occasionally, errors. The delivered material must be checked by the client before publication on any platform.
The client’s obligations
The client must check the factual information included in the posted content or on the website (names, figures, claims about products or services) before publication. BrandForge does not guarantee the factual accuracy of generated content unless it has been explicitly confirmed in the brief.
Prohibited content and impersonation
The AI tools used within BrandForge’s services must not be used for fraudulent impersonation, deception or using a person’s likeness or voice without the right to do so. BrandForge may refuse any order it has reasonable grounds to believe breaks these rules, under the “Prohibited content” section of the Terms and conditions.
Transparency and labelling of AI content
Regulation (EU) 2024/1689 on artificial intelligence (the “AI Act”) sets out, in Article 50, transparency obligations for certain types of content generated or manipulated with AI. BrandForge applies transparency notices or labels where the applicable law requires them.
- Not every AI-generated material gets the same visible label. Ordinary creative content (for example a product animation, a backdrop or a stylised visual composition) is not automatically treated the same as materials for which the law requires a specific disclosure.
- Deepfakes. When an image, audio or video generated or manipulated with AI resembles existing people, objects, places, entities or events and could falsely appear authentic, the fact that it has been artificially generated or manipulated is disclosed. If the material is part of an evidently artistic, creative, satirical or fictional work, the disclosure is made in an appropriate way that does not hamper the display or enjoyment of the work.
- Texts of public interest. Texts generated or manipulated with AI and published to inform the public on matters of public interest are flagged as such, unless they have undergone human review or editorial control and a person holds editorial responsibility for the publication.
- Provenance markers. When the tools used add machine-readable markers to content (for example metadata or watermarks) indicating its artificial origin, BrandForge does not intentionally remove them to hide that origin.
- Platform rules. The platforms where content is published (for example Facebook, Instagram, TikTok or YouTube) may have their own requirements for labelling realistic content generated or altered with AI. When we publish on the client’s accounts, we follow these requirements where they apply, including through the labelling options the platform provides.
No excessive personal data
Please do not include in the brief more personal data (yours or other people’s) than is needed for the service ordered. See also the section on third-party data in the Privacy policy.
AI tools and the data sent to them
BrandForge uses artificial intelligence tools from third-party providers. We send them only information and images meant for publication: those about the product and business that the client provides to us for publication on the website or on social media accounts.
Account login details (usernames, passwords) and other confidential client data are not sent to artificial intelligence tools.